The naming of cities is an important matter. / Franchise Evolution, or 'Spider Egg' Donuts
As a capital city, Bangkok has a more impressive 'official name'. Phoenetically, it's something like this --
Krung Thep Mahanakhon Amon Rattanakosin Mahinthara Ayuthaya Mahadilok Phop Noppharat Ratchathani Burirom Udomratchaniwet Mahasathan Amon Piman Awatan Sathit Sakkathattiya Witsanukam Prasit
which translates to:
The city of angels, the great city, the residence of the Emerald Buddha, the impregnable city (of Ayutthaya) of God Indra, the grand capital of the world endowed with nine precious gems, the happy city, abounding in an enormous Royal Palace that resembles the heavenly abode where reigns the reincarnated god, a city given by Indra and built by Vishnukarn.
Ahem. Thankfully, calling it 'Bangkok' caught on. But I do find it oddly amusing that I've ended up visiting two 'City of Angels' cities in a year.
One thing that amuses me endlessly when I travel is how franchise brands cultivate and adjust their marketing to a local region. A few brands stand out in that respect -- McDonald's has long been legendary for its talents in that arena. McDonald's in Thailand (called McThai on their own receipts) were clean, somewhat upscale places, and the food was definitely better than what McD's in the USA serve. Since the Thai have a far looser idea of what foods should be eaten at certain times of the day, it seemed like breakfast items were available pretty much whenever. A little tray came with your meal for your dipping sauces - generally, ketchup and/or chili sauce was readily available. (No sign of mustard anywhere.)
There didn't seem to be a magic hour when breakfast went away and the regular items switched in, although they did change the signage to emphasize more substantial items. There was no "Egg McMuffin" but there were "Sausage and Egg Burgers", which were like a supercharged egg sandwich. At lunch, they were promoting 'American Wings' (buffalo wings) and Samurai Pork Burgers. And most odd of all, they offered home delivery. Each day, I'd see McDelivery scooters buzzing through the streets. They'd even deliver movies with your fast food.
7-11 in Bangkok, quite simply, rocked my world. Some had their own fresh bakeries. Most offered a variety of fresh dim sums in a hot steamer case near the front. In every case, they were impeccably clean with reliable merchandise. I especially got a kick out of the 'Sticky Rice Burger' item being advertised -- two sticky rice patties surrounding a filling of minced, spiced meat. I stocked our refrigerator with 7-11's frozen meal offerings, and in all cases, they were simply excellent. Why is it that in the US, our frozen dinners taste so bland by comparison? I wish we had Thai 7-11s here, frankly. I miss them.
Burger King made no effort to localize whatsoever, so it was kind of a letdown to see. And frankly, it appeared that there was little interest amongst the Thai in eating at a Burger King.
Starbucks is trying to localize their offerings a little -- one nod to Asian styled beverages was the "Coffee Jelly" line of beverages, which had globs of espresso jell-o in the bottom of the drink. (Those familiar with bubble tea would find them to be similar to the tapioca pearls.) I ordered one in a desperate effort to cool down one evening, and immediately regretted it. Although I love bubble tea, and the coconut jelly tea, I just couldn't deal with the bitter coffee blobs. Blearg.
Interestingly enough, I never once saw a Thai person in a Starbucks, but plenty in McDonald's and other American chains. I think that their prices are too ridiculous for Bangkok, and that their bitter-edged coffee might not be the sweetness that Thai look for with their caffeine. It's not that the Thai people aren't willing to spend on premium items (the luxury malls are proof of that) but, it seems, they aren't willing to be ripped off for a cup of coffee.
A&W Root Beer had some of the strangest localizations I had seen. Fish waffles, anyone?
My second favorite localization to 7-11, though, was Dunkin Donuts. The Thai Dunkins had offerings like 'iced chocolate' and the donuts resembled the fevered imaginings of a kid given free reign in a bakery. Heart shaped donuts with berry jam on top, with an outline of whipped cream? Sure. Little chocolate poofballs in neon orange on a chocolate frosted? How about Oreo cookies on that one over there? Done! There were even little donuts on sticks, decorated to look like little guys wearing tuxedos. I did find it somewhat disconcerting that one donut I enjoyed was called "SPIDER EGGS", but, it turns out that's what the rice crispy chocolates are called there. (I had been fearful that it might be a literal translation.)
It's funny to me that Dunkin Donuts have become so bland and terrible here, but were so intensely creative in their Thai offerings. I suspect, again, that in a city of fine (and cheap) food, you've got to really 'wow' people enough to make them notice your product, and make them willing to spend a little extra.
Krung Thep Mahanakhon Amon Rattanakosin Mahinthara Ayuthaya Mahadilok Phop Noppharat Ratchathani Burirom Udomratchaniwet Mahasathan Amon Piman Awatan Sathit Sakkathattiya Witsanukam Prasit
which translates to:
The city of angels, the great city, the residence of the Emerald Buddha, the impregnable city (of Ayutthaya) of God Indra, the grand capital of the world endowed with nine precious gems, the happy city, abounding in an enormous Royal Palace that resembles the heavenly abode where reigns the reincarnated god, a city given by Indra and built by Vishnukarn.
Ahem. Thankfully, calling it 'Bangkok' caught on. But I do find it oddly amusing that I've ended up visiting two 'City of Angels' cities in a year.
One thing that amuses me endlessly when I travel is how franchise brands cultivate and adjust their marketing to a local region. A few brands stand out in that respect -- McDonald's has long been legendary for its talents in that arena. McDonald's in Thailand (called McThai on their own receipts) were clean, somewhat upscale places, and the food was definitely better than what McD's in the USA serve. Since the Thai have a far looser idea of what foods should be eaten at certain times of the day, it seemed like breakfast items were available pretty much whenever. A little tray came with your meal for your dipping sauces - generally, ketchup and/or chili sauce was readily available. (No sign of mustard anywhere.)
There didn't seem to be a magic hour when breakfast went away and the regular items switched in, although they did change the signage to emphasize more substantial items. There was no "Egg McMuffin" but there were "Sausage and Egg Burgers", which were like a supercharged egg sandwich. At lunch, they were promoting 'American Wings' (buffalo wings) and Samurai Pork Burgers. And most odd of all, they offered home delivery. Each day, I'd see McDelivery scooters buzzing through the streets. They'd even deliver movies with your fast food.
7-11 in Bangkok, quite simply, rocked my world. Some had their own fresh bakeries. Most offered a variety of fresh dim sums in a hot steamer case near the front. In every case, they were impeccably clean with reliable merchandise. I especially got a kick out of the 'Sticky Rice Burger' item being advertised -- two sticky rice patties surrounding a filling of minced, spiced meat. I stocked our refrigerator with 7-11's frozen meal offerings, and in all cases, they were simply excellent. Why is it that in the US, our frozen dinners taste so bland by comparison? I wish we had Thai 7-11s here, frankly. I miss them.
Burger King made no effort to localize whatsoever, so it was kind of a letdown to see. And frankly, it appeared that there was little interest amongst the Thai in eating at a Burger King.
Starbucks is trying to localize their offerings a little -- one nod to Asian styled beverages was the "Coffee Jelly" line of beverages, which had globs of espresso jell-o in the bottom of the drink. (Those familiar with bubble tea would find them to be similar to the tapioca pearls.) I ordered one in a desperate effort to cool down one evening, and immediately regretted it. Although I love bubble tea, and the coconut jelly tea, I just couldn't deal with the bitter coffee blobs. Blearg.
Interestingly enough, I never once saw a Thai person in a Starbucks, but plenty in McDonald's and other American chains. I think that their prices are too ridiculous for Bangkok, and that their bitter-edged coffee might not be the sweetness that Thai look for with their caffeine. It's not that the Thai people aren't willing to spend on premium items (the luxury malls are proof of that) but, it seems, they aren't willing to be ripped off for a cup of coffee.
A&W Root Beer had some of the strangest localizations I had seen. Fish waffles, anyone?
My second favorite localization to 7-11, though, was Dunkin Donuts. The Thai Dunkins had offerings like 'iced chocolate' and the donuts resembled the fevered imaginings of a kid given free reign in a bakery. Heart shaped donuts with berry jam on top, with an outline of whipped cream? Sure. Little chocolate poofballs in neon orange on a chocolate frosted? How about Oreo cookies on that one over there? Done! There were even little donuts on sticks, decorated to look like little guys wearing tuxedos. I did find it somewhat disconcerting that one donut I enjoyed was called "SPIDER EGGS", but, it turns out that's what the rice crispy chocolates are called there. (I had been fearful that it might be a literal translation.)
It's funny to me that Dunkin Donuts have become so bland and terrible here, but were so intensely creative in their Thai offerings. I suspect, again, that in a city of fine (and cheap) food, you've got to really 'wow' people enough to make them notice your product, and make them willing to spend a little extra.